Types of Content

Types of Content

There is a huge range of written content your company can produce in order to connect with your audience. Although copywriting is a technical skill that not everyone is comfortable attempting, the knowledge and insight that you have about your industry and your solution is invaluable, and you may well be able to offer something new to your audience that can be of great benefit to them.

The marketing channels shown below are examples of ‘PULL’ marketing. This means the customer generally has to take some conscious action to view, such as click a link, open an email or expand a hidden section.


Perhaps one of the most popular forms of written marketing, blogs can be a key lead generator for your business. Depending on the industry (and the attention span of your audience!), a sensible length for a blog is around 800 words. For more tips on blogs, see our dedicated article.

Micro Blogs

As per the name, micro blogs are short blogs. These will be generally less than 300 words and are particularly useful for news commentary and opinion pieces.

White Papers

White papers will be longer pieces, typically several thousand words and provide in depth explanation of a particular topic. The goal here is to inform and explain, providing the reader with actionable information on a key topic. Due to their length and apparent complexity, white papers are less common than blogs but are more likely to bring you qualified leads.

With the time and effort required to create a great white paper, you want to be sure to ‘gate’ the information, by requiring the reader to complete a form and submit their contact details in order to receive it. This is something that can be done with your CRM or email marketing software (see these articles for more information).


Infographics are exactly what they should like. Graphics that convey information. they are a great way of communicating statistics, lists, timelines and other information that can be lost in a blog of text. Its also a great opportunity to add your own style and branding and can be used across social media, within presentations as well as your website.

Guides and Bulletins

If you’re in a tightly regulated industry or frequently deal with changes to guidelines or legislation, you can be the subject-matter expert to let your customers know. Creating guides and bulletins to communicate and simplify wider changes that may impact their lives and their business will help establish you as a trusted source.

Press Releases

Often seen as the reserve of larger business, press releases are a great way to promote company news beyond a quick social media post or a news piece on your website.

PR can be a substantial investment for your business, but there are ways to get your story out there if you already have access to the right channels. If you are a member of a local chamber of commerce, trade body or even a networking groups, there may be an opportunity to share your stories as a valued member of that community for no charge. This is particularly the case for digital publications where there is no associated cost to the publisher.

Take a look at your competitors too to see where they’re using press releases to promote their business.